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Copywriting (Continued)

Copywriting (Continued). Lecture 24. Recap. Chapter Key Points Copywriting: The Language of Advertising Copywriting for Print. How to Write Radio Copy. Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station

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Copywriting (Continued)

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  1. Copywriting(Continued) Lecture 24

  2. Recap • Chapter Key Points • Copywriting: The Language of Advertising • Copywriting for Print

  3. How to Write Radio Copy • Must be simple enough for consumers to grasp, but intriguing enough to prevent them from switching the station • Ability of the listener to remember facts is difficult • Theater of the mind • The story is visualized in the listener’s imagination

  4. Voice Music Sound effects Radio Guidelines Keep it personal Speak to listener’s interests Wake up the inattentive Make it memorable Include call to action Create image transfer How to Write Radio Copy

  5. How to Write Television Copy • Moving action makes television so much more engaging than print • The challenge is to fuse the images with the words to present a creative concept and a story • Storytelling is one way copywriters can present action in a television commercial more powerfully than in other media

  6. Video Audio Voice-over Off camera Other TV Tools The copywriter must describe all of these in the TV script Tools of Television Copywriting • Talent • Announcers • Spokespersons • Character types • Celebrities

  7. Planning the TV Commercial • What’s the Big Idea • What’s the benefit • How can you turn that benefit into a visual element • Gain the viewer’s interest • Focus on a key visual • Be single minded • Observe rules of good editing • Try to show the product

  8. Planning the TV Commercial • Copywriters must plan • Length of the commercial • Shots in each scene • Key visual • Where and how to shoot the commercial • Scenes • Segments of action that occur in a single location • Key frames • The visual that sticks in one’s mind

  9. Scripts and Storyboards • Script • The written version of the commercial’s plan • Prepared by the copywriter • Storyboard • The visual plan or layout of the commercial • Prepared by the art director

  10. Writing for the Web • More interactive than any other mass medium • Copywriter challenged to attract people to the site and manage a dialogue-based communication experience • Banners • Most common form of online advertising

  11. Web ads Create awareness and interest in a product and build a brand image Focus on maintaining interest Other Web formats Games Pop-up windows Daughter windows Side frames Writing for the Web

  12. Copywriting in a Global Environment • Language affects the creation of the advertising • Standardizing copy content by translating the appeal into the language of the foreign market is dangerous • Use bilingual copywriters who can capture the essence of the message in the second language • Back translation

  13. Summary • How to Write Radio Copy • How to Write Television Copy • Writing for the Web • Copywriting in a Global Environment

  14. Reference • Wells, W., Burnett, J. and Moriarty, S. (2006), Advertising Principles and Practice, Prentice-Hall, New Delhi, ND.

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